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电商炮轰劣质OEM葡萄酒 称中国消费者一年多花300亿冤枉钱
在葡萄酒行业中,OEM(贴牌)酒一直是绕不开的话题。葡萄酒新锐电商醉鹅娘意外的在公号炮轰贴牌酒市场乱象,称由于价格和品质不对等,低质高价的贴牌酒正在影响国内葡萄酒消费需求,而在中国目前葡萄酒行业市场规模700亿中,有300亿的水分和冤枉钱。葡萄酒业内人士表示,国内葡萄酒消费正在普及期,作为阶段性产品OEM酒确实存在一些问题,但葡萄酒价格回归已经在路上。
一瓶酒卖出多个价格
OEM酒也就是贴标酒,多数由酒商注册商标并由葡萄酒生产企业代工生产的产品,相比于具有品鉴和收藏价值的精品酒,OEM和各种品牌量产的酒才是普通消费者日常饮用的葡萄酒主力。
醉鹅娘表示,目前OEM葡萄酒销售中正在形成一种畸形的生态,即存在价格和品质不对等的问题,进口商利用国内消费者对葡萄酒了解较少的特点,进口便宜劣质的酒汁来灌装葡萄酒,然后交给经销商接盘销售,为了让消费者产生对酒的信任,经销商会将这些低品质酒提价销售,但最终又贵又难喝的感受让消费者失去了对葡萄酒的兴趣。
文中醉鹅娘举例称,目前卖的最好的欧洲餐酒(VCE),一瓶VCE平均成本0.7欧元,汇率按7.9计算,各项税费合计48.2%,运费仓储按1.5元/瓶分摊,则到岸成本为9.7元/瓶。但最终这些酒变成了99元6瓶的电商产品、29.9元的引流产品,加上礼品包装后卖到68元,以及在各种经销商手中被卖到99-200元各种价格。而为了让这9.7元每瓶的酒可以卖出个好价钱,经销商往往还会进行过度包装,惯用的做法是加上礼盒、品牌名称和拉菲、木桐、奔富等名酒品牌沾边;再一种就是进行豪华包装,比如用上木盒、皮盒、搭配酒具,配上金属铭牌甚至收藏证书等等,但实际上酒的并没有发生变化。
山东葡萄酒经销商李先生告诉第一财经记者,自己的业务中就包含贴标贴牌业务,购买OEM产品的酒商多数有两种情况,一种是不愿意代理品牌产品,但又不具备开发或生产产品的能力,而另一类则是团购商,OEM产品往往只有其一家在做,定价更为灵活。
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